Abstract

National parks play an important role in countries' quest to attract tourists to generate revenue, to uplift the community and to sustain a competitive advantage. Providing value for money for tourists could confirm this advantage. The perceptions towards value for money may be influenced by a number of factors, people and products. Therefore, the aim of this research was to determine the factors that influence value for money as well as the relationship between travel motives, experience and value for money at a nature-based product. Regarded as one of the most visited national parks in the world, Kruger National Park is one of South Africa's biggest drawing cards for international tourists. To achieve the goal of the study, a survey was conducted during June 2012 and December 2012. 849 usable questionnaires were obtained. The data analysis consisted of three stages, namely factor analyses, correlation tests and, finally, the effect of motives and experience on value for money was determined using structural equation modelling (SEM).The findings suggest strong correlations between these constructs. This article makes a valuable contribution to the industry in terms of literature and knowledge and would assist managers of nature-based products in establishing a competitive advantage.